International Search Summit in London , Oct-2010

1. The Seman)c Web and its Impact
on Interna)onal Websites
Prof. Dr. Mar)n Hepp
mhepp@computer.org
h?p://www.heppresearch.com/

2. About me
2 h?p://www.heppresearch.com/

3. What’s SEO, Really?
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4. 1. Being visible for poten)al buyers
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5. 2. Ar)cula)ng the value proposi2on
But: ONen fla?ened to just the price tag…
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6. 3. For a large number of items
Example Number of Products
BestBuy > 400 k
Amazon > 4 Mio.
Typical small shops 1 … 10 k items
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7. Key Driver of Search Costs
Specificity
„How much you loose when you can‘t use a
good for what it was designed.“
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8. Growth in Specificity
1920: 5168 Types of Goods
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9. Examples
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10. Examples
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11. Examples
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12. What’s the Problem?
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13. The WWW: A Giant Data Shredder
Source:
Structured Data
Recipient:
Unstructured Text
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14. Loss of Variety and Detail
Many Different
Products
Variety in
Preferences
Manufacturers & Retailers Consumers
Web Search
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15. Overly Price Compe))on
Only 1 – 2 Product Models Considered
Comparison Shopping on the Small Subset
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16. What’s Seman&c SEO?
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17. Seman)c SEO
Using product master data to ar2culate
your value proposi2on over the Web
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18. Principle: Small Data Packets Inside Your Page
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19. GoodRela)ons & RDFa
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20. GoodRela)ons Scope
Prices Stores Features
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21. Seman)c SEO: Immediate Effects
• Improved Yahoo Rendering
• Google Price Info
• Ranking / Informa)on Entropy
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22. Seman)c SEO: Near‐term Effects
• Linking Datasheets & Offers
• Linking Offers & Loca)on Info
• Seman)c Affiliate Marke)ng
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23. Reference Users
• Yahoo
• BestBuy
• Overstock.com
• A major automa)ve company
• >10,000 smaller businesses world‐wide
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24. Page Size and Loading Time: No Problem
Main Page (KB) Product Item Page (KB)
HTML Total HTML Total
BestBuy 102 815 236 1536
Amazon 187 736 286 712
eBay 54 445 75 849
Mean 114 665 199 1032
Main Page Product Item Page
HTML Total HTML Total
Minimal 1,40% 0,24% 1,31% 0,25%
Full 2,19% 0,38% 3,22% 0,62%
With Features n/a n/a 6,03% 1,16%
Regular
Pages
Increase
by GoodRela)ons
in RDFa
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25. Prof. Dr. Mar)n Hepp
Hepp Research GmbH
mhepp@computer.org
Thank you!
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26. Prof. Dr. Mar2n Hepp
Hepp Research GmbH
Karlstraße 8
D‐88212 Ravensburg
Germany
Phone +49 751 205 8512
Fax +49 3212 1020296
Web h?p://www.heppresearch.com/
eMail contact@heppresearch.com
Twi_er @heppresearch
Skype heppresearch
CEO, Head of Research
26 h?p://www.heppresearch.com/